Within the last fortnight, several brands highly favored by Generation Z have unveiled new collaborations. Among these are Madhappy and Sporty & Rich, who have partnered with labels fondly remembered and loved by millennials: Freecity and Juicy Couture. Both brands are celebrated for their tracksuits and the quintessential Californian ease that became a significant aspect of early 2000s fashion. The reception to these partnerships has been overwhelmingly positive. The Madhappy x Freecity collection garnered the most attention. Its campaign featured the Carlson sisters, Devon Lee and Sydney, social media darlings and Gen Z favorites. Another notable collaboration is Kidill x Juicy Couture. The resurgence of the iconic velour tracksuit with rhinestones after more than two decades is easily explained: fashion trends, like everything else, eventually cycle back. Juicy Couture has been so extensively worn, referenced, and reinterpreted over the years that the brand’s image has seemingly completed a full circle.
Sydney Sweeney and Devon Lee Carlson in the Madhappy x Freecity x Wildflower collaboration. Photo: Madhappy
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Today, Generation Z is well acquainted with the culture of the early 2000s and is actively embracing its return. Some are acquiring old flip phones to disconnect, at least for an evening. Others are spending up to $90 for Polaroid photos, despite living in a digital age. Older members of Gen Z were likely still in elementary school during the early 2000s. Now, they are entering the workforce and can afford items they once dreamed of in childhood. Many who straddle the Gen Z and millennial divide might have worn Freecity sweatpants or Juicy Couture sets passed down from older siblings. Others simply watched Disney Channel stars and favorite singers, photographed by paparazzi in their everyday attire, often with a flip phone in hand and Ugg boots on. Below are the top collaborations and comebacks of Y2K tracksuits in 2026.
Madhappy x Freecity
Devon Lee Carlson in the Madhappy x Freecity x Wildflower collaboration. Photo: Madhappy
The Madhappy x Freecity collaboration stands out as a significant contribution to the Y2K tracksuit revival. Freecity experienced peak popularity in the early 2000s, particularly in regions like New Jersey and California. Its sweatpants and sweatshirts were a staple for both celebrities and everyday enthusiasts of the laid-back 2000s style. The new Madhappy x Freecity partnership revitalizes this aesthetic for contemporary audiences. The initial Madhappy x Freecity drop occurred in 2025, and the latest collection continues to capitalize on the renewed interest in Y2K tracksuits. In the campaign imagery, Devon Lee Carlson is pictured wearing a set paired with UGG boots, a styling choice that was very common for tracksuits in the 2000s.
Sporty & Rich x Juicy Couture
The Sporty & Rich x Juicy Couture collaboration is a remarkably accurate rendition of the Y2K aesthetic. Juicy Couture was a dominant force in the fashion landscape of the 2000s, with its velour tracksuits being a signature item worn by celebrities, pop culture icons, and fashion-forward individuals alike. Sporty & Rich also taps into the nostalgia for the early 2000s, incorporating emblems, logos, and vintage imagery reminiscent of Tumblr culture and early Y2K fashion. This shared sensibility makes the Sporty & Rich x Juicy Couture partnership a logical and successful union, reintroducing the classic Juicy Couture velour tracksuit into contemporary wardrobes.
Kidill x Juicy Couture
The Kidill x Juicy Couture collaboration represents another significant moment in the Y2K revival. Hiroaki Sueyasu of Kidill will present looks co-created with Juicy Couture during the Spring-Summer 2027 menswear shows. Juicy Couture remains one of the most iconic brands associated with the Y2K aesthetic, with its image deeply intertwined with tabloid culture, pop phenomena, and the celebrity style of the early 2000s. Sueyasu’s approach is not a literal replication; instead, he infuses the designs with elements of Japanese subcultures. According to the designer, gal-culture, the Y2K aesthetic, Shibuya 109, and the streets of Shibuya Center-gai converge to form a distinct Tokyo context. Juicy Couture’s enduring influence has led to it being so frequently worn, referenced, and reinterpreted that the brand now feels fresh once again. The fusion of punk and gal-culture has the potential to imbue this collaboration with new vitality. Sueyasu has also adapted Juicy Couture’s signature soft sets to be wearable by men.
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Based on material from vogue.com